How to get your content covered: insights from 72Point

This year, 72Point saw its inaugural entry into PRWeek's Top 150 PR Consultancies

Its unique position as a PR consultancy with journalistic talent at its core has helped the agency punch above its weight.

The firm’s offering has evolved substantially which has culminated in its inaugural entry into PRWeek's Top 150 PR Consultancies list 2018 - coming in at number 54.

At the heart of the company is a creative team of former journalists and editors with an enviable understanding of the media landscape. They are able to help brands with guidance on both campaign ideas and content copy, this has proved integral in removing the risk from earned media, with guaranteed coverage now a staple of the agency’s offering.

72Point’s dedicated and growing digital team was recently shortlisted for the PRCA’s in-house Digital Team of the Year and works to maximise the impact of client stories across online channels. Last year the team achieved 5,269 pieces of online coverage for their clients and 635,000 social shares.

Recent wins for 72Point have included a project for online parenting community Channelmum. The firm's creative handling and media distribution services boosted Channelmum’s story on the ‘gender price gap’ around the difference in price of clothes from boys to girls.

The Digital Outreach team landed 170 pieces of coverage and five top 10 national news sites, generating a public conversation around the issue of the "pink tax".

Other wins this year included an integrated campaign for Heathrow Express. 72Point’s content marketing team created a visual puzzle that challenged the public to spot a train going in the opposite direction to the others in a busy setting. The puzzle, which achieved both print and digital coverage, provided the client with an asset that attracted people to their new site and promoted the rail link’s high-quality service and reliable 15-minute journey time. The project achieved 769 social shares and an online readership of over one billion.

For Healthspan, seeking national news coverage to support their ‘Live Long You’ campaign, 72Point conducted a survey which elevated Healthspan’s key messages centring around the idea that great health starts with good nutrition and eating well, to a national scale, landing in over four national publications and achieving both digital and print coverage.

A digital revolution

Alongside its creative and distribution work the agency has comprehensive digital and social media services. With international offices and an increased headcount, the firm is working alongside some of the biggest brands and most dynamic SMEs in the country.

72Point’s Managing Director Chris Pharo, says: "The last few years have seen a remarkable transformation at 72Point.

We have evolved from a one-stop-shop for news gen into a creative content powerhouse with several services to complement our unrivalled distribution.

"It is our sincere hope that these will continue to flourish over the next year as we work with more exciting brands and develop national campaigns that solidify our position as a market leader for compelling news generation and exposure in the media."

72Point’s biggest asset is its proven track record, according to Pharo "Our projects have a 100% success rate, delivering an average of 27 pieces of coverage, 460 social shares and 1,327,962 impressions per project.

"We have generated national media exposure for household name brands, including Sky Mobile British Airways and National Express and have advanced the reputation of some of the country’s most promising start-ups and SMEs with creative content and targeted media exposure.

"As a result, we have cultivated our offering, expanded our client base and achieved sustained growth through our sales, achieving new record figures on a consistent basis for the past two years. And as far as we’re concerned, we’re only just getting started".